Linear models of communication

The linear communication model is straightforward and used mainly in marketing, sales, and
PR, in communication with customers.
What is a linear model of communication?
Linear communication models suggest that communication takes place only in one
direction.
The main elements in these models are:
 The channel,
 The sender, and
 The receiver.
Some linear models of communication also mention noise as one of the factors that have a
role in the communication process. Noise acts as the added (background) element that
usually distracts from the original message.
But, we’ll talk more about the role of noise in the communication process later on. For now,
let’s start with the basic elements of the linear communication model.
As illustrated in the linear communication model diagram below, this communication model is
pretty straightforward.

Linear communication model diagram

Simply put, the sender transmits the message via a channel.
The channel, as the medium, changes the message into speech, writing, or animation.
The message then finally reaches the receiver, who decodes it.
We already mentioned the 3 most prominent linear models of communication, and now it is
time to analyze each one of them in more detail.
1. Aristotle’s model of communication
The oldest communication model that dates back to 300 BC, Aristotle’s model was designed
to examine how to become a better and more persuasive communicator.
What is Aristotle’s model of communication?
Aristotle’s model of communication primarily focuses on the sender (public speaker,
professor, etc.) who passes on their message to the receiver (the audience).
The sender is also the only active member in this model, whereas the audience is passive.
This makes Aristotle’s communication model a foolproof way to excel in public speaking,
seminars, and lectures.
What are the main elements of Aristotle’s communication model?
Aristotle identified 3 elements that improve communication within this model:
1. Ethos — Defines the credibility of the speaker. Speaker gains credibility, authority, and
power by being an expert in a field of their choice.
2. Pathos — Connects the speaker with the audience through different emotions (anger,
sadness, happiness, etc.)
3. Logos — Signifies logic. Namely, it is not enough for the speech to be interesting — it
needs to follow the rules of logic.
As shown in Aristotle’s communication model diagram below, Aristotle also suggested that
we look at 5 components of a communication situation to analyze the best way to
communicate:
 Speaker,
 Speech,
 Occasion,
 Target audience, and
 Effect.
Aristotle’s communication model diagram
Aristotle’s communication model example
Picture this:
Professor Hustvedt is giving a lecture on neurological disorders to her students.
She delivers her speech persuasively, in a manner that leaves her students mesmerized.
The professor is at the center of attention, whereas her audience — her students — are
merely passive listeners. Nevertheless, her message influences them and makes them act
accordingly.
So, in this situation, professor Hustvedt is the speaker, and her lecture on disorders is the
act of speech.
The occasion in question is a university lecture, while the students are her target
audience.
The effect of her speech is the students gaining knowledge on this subject matter.
One of the major drawbacks of this model is that it does not pay attention to the feedback in
communication because the audience is passive.
2. Lasswell’s model of communication
The next linear model on our list is Lasswell’s Model of mass communication.
What is Lasswell’s model of communication?
Lasswell’s communication model views communication as the transmission of a message
with the effect as the result.
The effect in this case is the measurable and obvious change in the receiver of the message
that is caused by the elements of communication.
If any of the elements change, the effect also changes.
What are the main elements of Lasswell’s communication model?
Lasswell’s model aims to answer the following 5 questions regarding its elements:
1. Who created the message?
2. What did they say?
3. What channel did they use (TV, radio, blog)?
4. To whom did they say it?
5. What effect did it have on the receiver?
The answers to these questions offer us the main components of this model:
 Communicator,
 Message,
 Medium,
 Audience/Receiver, and
 Effect.
If we take a look at Lasswell’s communication model diagram below, we can get a better
understanding of how these main components are organized.

Lasswell’s communication model diagram

Lasswell’s communication model example
Let’s say you are watching an infomercial channel on TV and on comes a suitcase salesman,
Mr. Sanders.
He is promoting his brand of suitcases as the best. Aware that millions of viewers are
watching his presentation, Mr. Sanders is determined to leave a remarkable impression.
By doing so, he is achieving brand awareness, promoting his product as the best on the
market, and consequently increasing sales revenue.
So, in this instance, Mr. Sanders is the communicator.
The message he is conveying is the promotion of his brand of suitcases as the best.
The medium he uses is television.
His audience consists of evening TV viewers in the US.
The effect he is achieving by doing this is raising brand awareness and increasing sales
revenue.
3. The Shannon-Weaver model of communication
Maybe the most popular model of communication is the Shannon-Weaver model.
Strangely enough, Shannon and Weaver were mathematicians, who developed their work
during the Second World War in the Bell Telephone Laboratories. They aimed to discover
which channels are most effective for communicating.
So, although they were doing research as part of their engineering endeavors, they claimed
that their theory is applicable to human communication as well.
And, they were right.
What is the Shannon-Weaver model of communication?
The Shannon-Weaver communication model, therefore, is a mathematical communication
concept that proposes that communication is a linear, one-way process that can be broken
down into 5 key concepts.
What are the main elements of the Shannon-Weaver communication model?
As the Shanon-Weaver communication model diagram below shows, the main components of
this model are:
 Sender,
 Encoder,
 Channel,
 Decoder, and
 Receiver.
The Shannon-Weaver communication model diagram
Shannon and Weaver were also the first to introduce the role of noise in the communication
process. In his book Introduction to Communication Studies, John Fiske defines noise as:
“Anything that is added to the signal between its transmission and reception that is not
intended by the source.”
The noise appears in the form of mishearing a conversation, misspelling an email, or static on
a radio broadcast.
The Shannon-Weaver communication model example
Paula, a VP of Marketing in a multinational company, is briefing Julian on new marketing
strategies they are about to introduce next month.
She wants a detailed study of the competitor’s activity by the end of the week.
Unfortunately, while she was speaking, her assistant Peter interrupted her, and she forgot to
tell Julian about the most important issue.
At the end of the week, Julian did finish the report, but there were some mistakes, which had
to be corrected later on.
Let’s take a moment to briefly analyze this example.
Paula is the sender, her mouth being the encoder.
The meeting she held was the channel.
Julian’s ears and brain were decoders, and Julian was the receiver.
Can you guess Peter’s role?
Yes, he was the noise.
 The trouble in this process was the lack of feedback. Had Julian asked Paula for clarification
after Peter interrupted her, the whole communication process would have been more
effective, and there would have been no mistakes.
Updated version of the Shannon-Weaver communication model
Since the original version didn’t include it, the principle of feedback was added to the
updated version, so the model provided a more truthful representation of human interaction.
The concept of feedback was derived from the studies of Norbert Wiener, the so-called father
of cybernetics.
Simply put, feedback is the transfer of the receiver’s reaction back to the sender.
It allows the speaker to modify their performance according to the reaction of the audience.
Maybe the most important function of feedback is the fact that it helps the receiver feel
involved in the communication process.
That makes the receiver more receptive to the message because they feel their opinion is
being taken into account.
🎓 Pumble Pro Tip
In addition to being an important element in this communication model, feedback is also an
integral part of effective workplace communication. To find out more about why it’s essential
and how to practice it in the workplace, take a look at our resources:
 How to give constructive feedback when working remotely
 How to ask your manager for feedback
 Feedback vs feedforward: Moving from feedback to feedforward

4. Berlo’s S-M-C-R model of communication

Berlo’s model of communication was first defined by David Berlo in his 1960 book The
Process of Communication.
This communication model is unique in the sense that it gives a detailed account of the key
elements in each step.
What is Berlo’s S-M-C-R model of communication?
Simply put, Berlo’s S-M-C-R communication model is a linear model of communication that
suggests communication is the transfer of information between 4 basic steps or key
elements.
What are the main elements of Berlo’s Berlo’s S-M-C-R communication model?
As shown in Berlo’s S-M-C-R communication model diagram below, these steps are the
following:
1. Source,
2. Message,
3. Channel, and
4. Receiver.
Berlo’s S-M-C-R communication model diagram
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Let’s consider the key elements that affect how well the message is communicated, starting
with the source.
Step #1: The source
The source or the sender carefully puts their thoughts into words and transfers the message
to the receiver.
So, how does the sender transfer the information to the receiver according to Berlo’s S-M-C-R
communication model?
With the help of:
 Communication skills — First and foremost, the source needs good communication
skills to ensure the communication will be effective. The speaker should know when to
pause, what to repeat, how to pronounce a word, etc.
 Attitude — Secondly, the source needs the right attitude. Without it, not even a great
speaker would ever emerge as a winner. The source needs to make a lasting
impression on the receiver(s).
 Knowledge — Here, knowledge does not refer to educational qualifications but to the
clarity of the information that the source wants to transfer to the receiver.
 Social system — The source should be familiar with the social system in which the
communication process takes place. That would help the source not to offend anyone.
  Culture — Last but not least, to achieve effective communication, the source needs to
be acquainted with the culture in which the communication encounter is taking place.
This is especially important for cross-cultural communication.
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For more on how to improve cross-cultural communication and adapt to the global workforce,
learn all about cultural intelligence and how to improve it in our blog post:
 Cultural intelligence: Definition, importance, and tips
Step #2: The message
The speaker creates the message when they transform their thoughts into words.
Here are the key factors of the message:
 Content — Simply put, this is the script of the conversation.
 Elements — Speech alone is not enough for the message to be fully understood. That is
why other elements have to be taken into account: gestures, body language, facial
expressions, etc.
 Treatment — The way the source treats the message. They have to be aware of the
importance of the message so that they can convey it appropriately.
 Structure — The source has to properly structure the message to ensure the receiver
will understand it correctly.
 Code — All the elements, verbal and nonverbal, need to be accurate if you do not want
your message to get distorted and misinterpreted.
Step #3: The channel
To get from the source to the receiver, the message goes through the channel.
Berlo’s S-M-C-R communication model identifies all our senses are the channels that help us
communicate with one another.
Our sense of hearing lets us know that someone is speaking to us.
Through our sense of taste, we gather information about the spiciness of a sauce we are
eating.
Our sense of sight allows us to decipher traffic signs while driving.
We decide whether we like a certain perfume or not by smelling it.
By touching the water we feel whether it is too cold for a swim.
Step #4: The receiver
A receiver is a person the source is speaking to — the destination of the conveyed message.
To understand the message, the receiver should involve the same elements as the source.
They should have similar communication skills, attitudes, and knowledge, and be acquainted
with the social system and culture in which they communicate.
Berlo’s S-M-C-R communication model example
Watching the news on television is the perfect example of Berlo’s S-M-C-R Model of
communication.
In this case, the news presenter is the source of the news and they convey the message to
the audience.
The news is the message, the television is the channel, and the audience are the receivers of
the message.
—
Now that we have become acquainted with linear models of communication, it is time we
move on to something a little more complex and dynamic — interactive models of
communication.